Accolade Wines is extending its Echo Falls range with the introduction of a flavoured vodka, Echo Falls Summer Berries Vodka (37.5% ABV).
“We know that the Echo Falls consumer buys vodka on average 10 times a year, spending around £150,” said Laurence Hinton, Echo Falls brand manager.
“Our extensive consumer research showed a clear desire for a flavoured vodka from our consumers, and because of its overwhelming popularity in the UK, Summer Berries was the natural choice for us.”
Over the next year Accolade says Echo Falls will be supported by a £5m investment package. “Awareness and trial are central to brand success and we are investing significantly in an integrated plan of above the line, social, digital and experiential activity,” added Hinton.
The bottle design has a unique style with elegant pleating around the neck with the front label strongly featuring the iconic Echo Falls Fruit Fusion design. The back label is double printed to maximise the brand presence on pack. Branded point of sale support will also be available.
Hinton commented: “This launch pushes Echo Falls beyond the wine aisle and into a new area of growth and profit opportunity for the trade. We have driven the fruit infused wine market from £20,000 a year to more than £72m annually in three years and we are confident that we will succeed in replicating this success in the flavoured vodka market with Echo Falls Vodka Summer Berries.”